Genesis – The Birth of a Luxury Model in the Premium Segment

Two years ago, only seasoned experts and professionals were familiar with the models from Genesis. However, in the meantime, the elegant branch of the South Korean automaker Hyundai is significantly shaking up the market. Soon, the first models will definitely be available for purchase through Herando.

From an obscure luxury model to an independent brand

Previously, the name Genesis was absent from the German registration statistics. The sub-brand was grouped with models like i20, i30, or Ioniq 5 under Hyundai. That is set to change starting in early 2023. The increased sales figures and fulfilled expectations have prompted the group to establish Genesis as a standalone brand. Anyone now wishing to buy a Genesis is also buying into the brand itself.

The Koreans, known for their diligence, followed a clear plan. They transformed unfamiliar luxury models into an independent brand. For many industry experts, Genesis will become a serious competitor to German premium brands like BMW, Audi, and Mercedes.

Focusing on the European market

Other brands have also tried the idea of a luxury sub-brand. Toyota attempted to penetrate the premium segment over 30 years ago with Lexus, and Honda with its Acura models. Both Japanese manufacturers failed to succeed.

The Hyundai Group is taking a different, more successful approach. They are not following the American-sized models and luxury segments, which are more popular only in the USA, but are focusing on European design combined with international technical standards.

With the support of the powerful multi-brand conglomerate, a comprehensive product portfolio has been created in a very short time. Alongside mid-range models like the Genesis G70 sedan and station wagon and the SUV GV70, available in the GV70 Electrified version, Genesis has already established itself on the European market. The G80 and the corresponding electric model, as well as the SUV variant GV80, are already ready in the luxury class.

The newest luxury model, the Genesis G90, is currently not being sold in Europe. While models like the BMW 7 Series, Audi A8, and Mercedes-Benz S-Class have already been frequently sold through Herando, it is only a matter of time until the first Genesis G90 and other models of the new premium class become available via Herando.